Target Audiences

Tourism Tasmania has identified two target audience segments for our domestic marketing campaigns.

People within these target market segments have indicated that Tasmania is one of their preferred holiday destinations, so there is a better opportunity to encourage them to buy a holiday to Tasmania. On their last holiday they spent a total of more than $2,000, or more than $200 per night.

Tourism Tasmania refers to these target market segments as its 'Most Profitable Prospects' or MPPs. Our Most Profitable Prospects can be grouped into the following two segments:

Young Affluent Couples/Solos

Generally characterised as looking for fun, indulgence, a challenge, adventure and relaxation. For young couples, their relationship is a maturing influence, whereas the solos are more self-indulgent in their pursuits.

Cultural interests are becoming more important for all. They work hard, have good incomes, and reward themselves. They are experienced and maturing travellers, and are looking for all sorts of holiday experiences.

They plan to travel extensively throughout their lives, and have high overseas intentions. They are often time poor, fatigued and exhausted, so relaxing and rewarding themselves on holiday is important.

Older Affluent Couples

These include affluent couples without children, ‘empty nesters’ and affluent retired couples. They are generally characterised as looking for relaxation, indulgence, luxury, and satisfying and achievable adventure. They like to be able to amble, and are eager to explore.

They are experienced travellers, quality specialists, confident and opinionated. They are educated, but are also life-long learners. This segment is not driven by the dollar in terms of where and how they travel, but they do place a high level of importance on value for money.

Those in the workforce generally have top jobs, are financially astute and are big spenders.